MEDIUM SCALE ENTERPRISES AND SALESMANSHIP BEHAVIORAL CHARACTERISTICS INFLUENCE ON BUSINESS PERFORMANCE.

MEDIUM SCALE ENTERPRISES AND SALESMANSHIP BEHAVIORAL CHARACTERISTICS INFLUENCE ON BUSINESS PERFORMANCE.

CHAPTER ONE

1         Background To The Study

Small scale businesses are those businesses which are independently owned and operated requiring limited capital with few employee and non-sophisticated technology and which is not dominant in its field of operation. Small businesses are small in operations. Types of small business include those engaged in trade and commercial activities, services, and small scale manufacturing .Examples  include service or retail operations such as delicatessens, hairdressers or convenience stores, small grocery stores, bakeries tradespeople (e.g., carpenters, electricians), very small-scale manufacturing, and Internet-related businesses. Small business can be started with very minimal capital  and without any formality .many small business are operated as family business and can be combined with regular employment. Personal selling is an aspect of salesmanship, which involves person to person interaction between a seller and the buyer to effect exchange of facts for making buying decision.. The salesperson has to communicate to the buyer by persuading and creating awareness for the product to be desired. The product so advertised has all the potential to satisfy the need of the customer  more than the competing brand  in the market . personal selling  has the advantage of communicating personally with potential customer about the unique feature of the product which provide the customer the option to to inspect the product before buying to meet his expectation for the product..It is through  personal selling therefore that this products and services are communicate and sold to the customers at an agreed price and terms of sales.  . The product so advertised has all the potential to satisfy the need of the prospect more than competitive product in the market .This is because, personal selling is a face-to-face communication, which has the potential to convince the buyer and demonstrate the workability of the product in terms of its quality and features..

Personal selling enables marketers to make their presentation to fit the needs, wants, motives and behavior of individual customer. Personal selling is an effective tool used by organizations to receive the desired response from its customers and prospects. Effective personal selling includes effective communication, education of customers on product usage, problem solving stimulating and motivating and ultimately soliciting for favorable response. Most SMES must adopt personal selling as its number one promotional tool.

MEDIUM SCALE ENTERPRISES AND SALESMANSHIP BEHAVIORAL CHARACTERISTICS INFLUENCE ON BUSINESS PERFORMANCE.